Ken Gray - Senior Digital Experience Strategist
7 Dec 2022
Change of any kind is not easy, especially if you’re a company that’s been around for a very long time and things aren’t necessarily broken.
To inspire change as an organization there are three essential steps:
The reason digital transformation is even necessary is that people changed the way they connect, engage, shop, and do just about everything since the advent of mobile and internet technologies. Also, don’t forget that an organization is made up of people, and each person within it will have to embrace the change being brought about by other people, namely, customers.
So, if you want to inspire change and accelerate your digital transformation, you must understand the people whom the change is for, as well as the people who are essential to implementing the change. And no, you don’t need a psychiatrist. However, a little bit of psychology knowledge doesn’t hurt.
People are uniquely diverse and tune into the frequency of WIIFM so have your antennae up…more on that later.
By acknowledgment, I don’t mean a pat on the back and handing someone a tissue and saying, “suck it up, we’re doing this whether you like it or not”. I mean truly acknowledging it, and giving people the time, training, and information, they will need, to effectively prepare, embrace, and thrive within the change that is inevitable.
You can’t inspire without clearly communicating a compelling vision (the WHY). For people to change, there must be a reason why it’s important or why it should matter to them. It is up to MarCom and leadership to craft, embrace, and share a clear vision of the future so that it is understood by everyone in the organization.
Change becomes easier when people are a part of the crafting and decision process and are genuinely included in helping shape the future of the organization. Reassure them of their future and they will “buy in” more strongly and can even provide better ideas for what the future could and should look like. This goes for your customers too. Let them know the changes that the company is making are based on their input and for their benefit. That leads us to the last point.
Invariably people want to know, "what’s in it for me?". And although digital transformation will help the organization, it ultimately should be about making the lives of the people in your organization, its customers, partners, vendors, and anyone else that comes into contact with it, better. Your organization should know the various benefits that each of the aforementioned parties will gain because of the digital transformation you will undergo. Don’t be shy about it. As we say in sales, “sell the sizzle, not the steak!” Akin to that metaphor, when people hear the sizzling steak from across the restaurant dining room, heads will perk up and turn to see what you’re doing and want to be a part of it.
To wrap it all up, like a gift under the Christmas tree, be sure to listen to “the people” throughout the digital transformation journey, communicate, train and reassure, be inclusive, and share the benefits and you will have inspired transformation agents all working together in harmony toward a common future.
Ken is a two-time Sitecore Strategy MVP (2019-2020) who has been working with the Sitecore platform for more than eight years. He has over 20 years of experience in business analysis, software development, content management, marketing, and digital strategy.
Ken’s passion for data-backed marketing and personalization along with his coaching and training abilities, aids Konabos in helping dozens of Content Authors and Sitecore Marketers improve their productivity and knowledge of Sitecore; thus maximizing each client’s Sitecore investment.
In short, Ken makes the complex toolset of Sitecore, simple.